McDonald’s brand is solid — it’s No. 6 in the world — with 33,000-plus locations in 119 countries, serving 68 million people a day.

But the hamburger dealers are looking at the numbers:

… Something strange is happening on McDonald’s soaring arches: Its brand perception isn’t keeping pace with sales. According to people close to the company, its internal tracking system finds that McDonald’s consistently ranks near the bottom in quality perception when compared with rivals.

The company is working to close the gap, these people said, by addressing issues related to perceptions about its food’s quality, sourcing and nutritional value; sustainability practices, including suppliers’ treatment of animals; service; and condition of stores.

Last fall, McDonald’s dropped an egg supplier over reported cruelty allegations, which may be related to their efforts to change customers’ perceptions.